S MIK 1005620 Table Of Conten
DAFTAR ISI
ABSTRAK ............................................................................................................... i
ABSTRACT .............................................................................................................. ii
KATA PENGANTAR .............................................................................................. iii
UCAPAN TERIMA KASIH ................................................................................... iv
DAFTAR ISI ............................................................................................................. vi
DAFTAR TABEL .................................................................................................. viii
DAFTAR GAMBAR ................................................................................................. x
DAFTAR LAMPIRAN ............................................................................................ xii
BAB I PENDAHULUAN ......................................................................................... 1
1.1 Latar Belakang Penelitian ............................................................................... 1
1.2 Identifikasi dan Rumusan Masalah ................................................................ 8
1.2.1 Identifikasi Masalah ............................................................................ 8
1.2.2 Rumusan Masalah ............................................................................... 8
1.3 Tujuan Penelitian............................................................................................. 8
1.4 Kegunaan Penelitian ........................................................................................ 8
BAB II
KAJIAN TEORI, KAJIAN PUSTAKA, DAN KERANGKA
PEMIKIRAN ........................................................................................... 10
2.1 Konsep Manajemen Strategi Dalam Bisnis Restoran...................................... 10
2.1.1 Pengertian Strategis ............................................................................... 10
2.1.2 Manajemen Strategis .............................................................................. 10
2.1.3 Model Manajemen Strategis ................................................................... 11
2.1.4 Tahap-tahap Manajemen Strategis ......................................................... 12
2.1.5 Perumusan Strategis ............................................................................... 13
2.1.6 Visi, Misi, dan Tujuan Perusahaan ......................................................... 14
2.1.7 Analisis Lingkungan Eksternal ............................................................... 14
2.1.8 Analisis Lingkungan Internal ................................................................. 18
2.1.9 Alternatif Pemilihan Strategi .................................................................. 20
2.1.10 Analisis SWOT ..................................................................................... 22
2.2 Konsep Binis Restoran .................................................................................... 23
2.2.1 Pengertian Bisnis .................................................................................... 23
2.2.2 Fungsi Dasar Bisnis ................................................................................ 24
2.2.3 Peluang-Peluang Disediakan Oleh Bisnis .............................................. 24
2.2.4 Pariwisata ................................................................................................ 25
2.2.5 Jenis dan Macam-Macam Pariwisata ...................................................... 27
2.2.6 Restoran .................................................................................................. 27
2.3 Penelitian Terdahulu ........................................................................................ 28
2.4 Strategi Pengembangan Usaha Pada Bisnis Restoran ...................................... 29
2.5 Kerangka Pemikiran ......................................................................................... 32
2.5.1 Paradigma Penelitian .............................................................................. 33
BAB III METODE PENELITIAN ........................................................................ 34
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
3.1 Metodologi Penelitian .................................................................................... 34
3.2 Instrumen Penelitian ....................................................................................... 35
3.3 Teknik Pengumpulan Data ............................................................................. 36
3.3.1 Data Primer ........................................................................................... 36
3.3.2 Data Sekunder ....................................................................................... 38
3.4 Uji Validitas ................................................................................................... 39
3.5 Uji Reabilitas.................................................................................................. 42
3.6 Informan Penelitian ........................................................................................ 44
3.6.1 Populasi dan Sampel ............................................................................. 45
3.6.2 Teknik Sampling.................................................................................... 45
3.6.2.1 Sampling Insedential ................................................................. 46
3.7 Definisi Operasional Variabel ......................................................................... 46
3.8 Teknik Analisis Data ....................................................................................... 51
3.8.1 Proses Analisis Data ............................................................................... 52
3.8.2 Metode Pengolahan ................................................................................ 54
3.9 Lokasi dan Waktu Penelitian .......................................................................... 64
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ...................................... 62
4.1 Profil dan Sejarah Restoran Warung Cepot ................................................... 62
4.2 Kondisi Lingkungan Eksternal ....................................................................... 63
4.2.1 Lingkungan Umum ............................................................................... 64
4.2.2 Lingkungan Industri .............................................................................. 71
4.3 Lingkungan Internal ....................................................................................... 74
4.3.1 Manajemen Sumber Daya Manusia ...................................................... 75
4.3.2 Pemasaran ........................................................................................... 102
4.3.3 Keuangan............................................................................................. 134
4.3.4 Produksi .............................................................................................. 134
4.3.5 Litbang (Penelitian dan Pengembangan .............................................. 135
4.3.6 Sistem Informasi Manajemen ............................................................. 136
4.4 Analisis Faktor-Faktor Peluang, Ancaman, Kekuatan, dan Kelemahan
Restoran Warung Cepot ................................................................................ 137
4.5 Formulasi Strategi ........................................................................................ 139
4.5.1 Penilaian Matriks EFE ........................................................................ 139
4.5.2 Penilaian Matriks IFE ......................................................................... 141
4.5.3 Matriks IE ........................................................................................... 143
4.5.4 Positioning Kuadrant SWOT.............................................................. 145
4.5.5 Matriks SWOT .................................................................................... 146
4.6 Penentuan Strategi Menggunakan QSPM ..................................................... 157
BAB V KESIMPULAN DAN SARAN ................................................................. 164
5.1 Kesimpulan .................................................................................................... 164
5.2 Saran .......................................................................................................... 165
DAFTAR PUSTAKA ............................................................................................. 168
LAMPIRAN .......................................................................................................... 170
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
DAFTAR TABEL
Tabel 1.1
Tabel 1.2
Tabel 1.3
Tabel 1.4
Tabel 1.5
Tabel 1.6
Tabel 2.1
Tabel 3.1
Tabel 3.2
Tabel 3.3
Tabel 3.4
Tabel 3.5
Tabel 3.6
Tabel 3.7
Tabel 3.8
Tabel 3.9
Tabel 3.10
Tabel 3.11
Tabel 4.1
Tabel 4.2
Tabel 4.3
Tabel 4.4
Tabel 4.5
Tabel 4.6
Tabel 4.7
Tabel 4.8
Tabel 4.9
Tabel 4.10
Tabel 4.11
Tabel 4.12
Tabel 4.13
Rekapitulasi dan Daftar Nama Potensi Restoran Berijin di Kota
Bandung tahun 2013.................................................................................. 2
Rekapitulasi dan Daftar Nama Potensi Rumah Makan Berijin di Kota
Bandung .................................................................................................... 3
Rekapitulasi dan Daftar Nama Potensi Lainnya Berijin di Kota
Bandung .....................................................................................................3
Volume Kunjungan Restoran Warung Cepot Periode Juni 2013-Mei
2014 ......................................................................................................... 4
Volume Penjualan Di Restoran Warung Cepot Cabang Pasir Kaliki ....... 5
Pertumbuhan Menu Nasi Paket Pada Restoran Warung Cepot ................ 5
Penelitian Terdahulu ............................................................................... 28
Jenis Sumber Data ................................................................................... 39
Interpretasi Koefisien Korelasi................................................................ 40
Hasil Analisis Instrumen Kepuasan Kerja Karyawan Terhadap
Restoran Warung Cepot .......................................................................... 41
Hasil Analisis Instrumen Kualitas Produk dan Kualitas Pelayanan
Terhadap Restoran Warung Cepot .......................................................... 42
Hasil Pengujian Reliabilitas .................................................................... 44
Operasional Variabel ............................................................................... 47
Matriks EFE ............................................................................................ 55
Matriks IFE ............................................................................................. 55
Penialaian Bobot Faktor Stategis Eksternal ............................................ 56
Penialaian Bobot Faktor Stategis Internal ............................................... 56
Matriks QSPM......................................................................................... 64
Tabel Retribusi pembinaan dan promosi penyelenggaraan usaha
kepariwisataan ......................................................................................... 69
Jumlah Restoran di Kota Bandung Periode 2012-2013 .......................... 75
Daftar Klasifikasi Restoran atau Produk Subtitusi di Kota Bandung ..... 76
Daftar Pasar Tradisional Yang Dikelola PD.Pasar Bermartabat di Kota
Bandung .................................................................................................. 78
Daftar Restoran Khas Sunda di Kota Bandung ....................................... 79
Karakteristik responden berdasarkan jenis kelamin ................................ 83
Karakteristik responden berdasarkan usia............................................... 84
Karakteristik responden berdasarkan jabatan di perusahaan .................. 85
Karakteristik Responden Berdasarkan Pendidikan Terakhir .................. 87
Karakteristik Responden Berdasarkan Pendapatan................................. 88
Karakteristik Responden Berdasarkan Masa Kerja ................................ 89
Tanggapan Responden Terhadap Gaji di Restoran Warung Cepot ...... 87
Tanggapan Responden Terhadap Pekerjaan Itu Sendiri Di Restoran
Warung Cepot ......................................................................................... 92
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
Tabel 4.14 Tanggapan Responden Terhadap Promosi Karir Di Restoran Warung
Cepot ....................................................................................................... 96
Tabel 4.15 Tanggapan Responden Terhadap Atasan Di Restoran Warung Cepot ... 98
Tabel 4.16 Tanggapan Responden Terhadap Lingkungan itu Sendiri Di Restoran
Warung Cepot ....................................................................................... 100
Tabel 4.17 Tanggapan responden Terhadap Rekan Kerja Di Restoran Warung
Cepot ..................................................................................................... 102
Tabel 4.18 Rekapitulasi Tanggapan Responden Terhadap Kepuasan Kerja
Karyawan Di Restoran Warung Cepot .................................................. 103
Tabel 4.19 Karakteristik Responden Berdasarkan Jenis Kelamin .......................... 109
Tabel 4.20 Karakteristik Responden Berdasarkan Usia.......................................... 110
Tabel 4.21 Karakteristik Responden Berdasarkan Pendidikan Terakhir ................ 111
Tabel 4.22 Karakteristik Responden Berdasarkan Pekerjaan ................................. 113
Tabel 4.23 Tanggapan Responden Terhadap Porsi Di Restoran Warung Cepot .... 114
Tabel 4.24 Tanggapan Responden Terhadap Rasa Di Restoran Warung Cepot ..... 116
Tabel 4.25 Tanggapan Responden Terhadap Penampilan Menu Makanan Di
Restoran Warung Cepot ........................................................................ 118
Tabel 4.26 Tanggapan Responden Terhadap Hygiene Pada Menu Makanan Di
Restoran Warung Cepot ........................................................................ 120
Tabel 4.27 Rekapitulasi Tanggapan Responden Terhadap Kualitas Produk Di
Restoran Warung Cepot ........................................................................ 121
Tabel 4.28 Tanggapan Responden Terhadap Tangibles Di Restoran Warung
Cepot ..................................................................................................... 125
Tabel 4.29 Tanggapan Responden Terhadap Reliability Di Restoran Warung
Cepot ..................................................................................................... 127
Tabel 4.30 Tanggapan Responden Terhadap Responsiveness Di Restoran Warung
Cepot ..................................................................................................... 129
Tabel 4.31 Tanggapan Responden Terhadap Assurance Di Restoran Warung
Cepot ..................................................................................................... 130
Tabel 4.32 Tanggapan Responden Terhadap Emphaty Di Restoran Warung
Cepot ............................................................................. ........................ 132
Tabel 4.33 Rekapitulasi Responden Terhadap Kualitas Pelayanan Di Restoran
Warung Cepot .........................................................................................133
Tabel 4.34 Penilaian Matriks EFE Di Restoran Warung Cepot................................144
Tabel 4.35 Penilaian Matriks IFE Di Restoran Warung Cepot .................................146
Tabel 4.36 Tabel Peringkat Alternatif Strategi Di Restoran Warung Cepot.............161
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 1.1
Gambar 1.2
Gambar 2.1
Gambar 2.2
Volume Penjualan Pada Restoran Warung Cepot ................................... 6
Pertumbuhan Menu Nasi Paket Pada Restoran Warung Cepot.............. 7
Model Manajemen Strategis Komprenshif ........................................... 11
Daftar Fenomena yang Memungkinkan Peluang dan Ancaman
Berdasarkan Alat Analisis PEST .......................................................... 15
Gambar 2.3 Analisis Lingkungan Industri ................................................................ 16
Gambar 2.4 Kerangka Berfikir .................................................................................. 32
Gambar 2.5 Paradigma Penelitian ............................................................................. 33
Gambar 3.1 Triangulasi “teknik” pengumpulan data (bermacam-macam cara pada
sumber yang sama ................................................................................. 38
Gambar 3.2 Triangulasi “sumber” pengumpulan data (satu teknik pengumpulan
data pada bermacam-macam sumber data A,B,C) ................................ 38
Gambar 3.3 Komponen Dalam Analisis Data (interactive model) ........................... 53
Gambar 3.4 Matriks IE .............................................................................................. 58
Gambar 3.5 Position Kuadrant SWOT...................................................................... 60
Gambar 3.6 Matriks SWOT ...................................................................................... 62
Gambar 4.1 Logo Restoran Warung Cepot ............................................................... 65
Gambar 4.2 Struktur Organisasi Restoran Warung Cepot Cabang Pasir Kaliki ....... 65
Gambar 4.3 Pertumbuhan Produk Domestik Resgional Bruto Atas Dasar Harga
Konstan Menurut Provinsi Jawa Barat tahun 2010-2013 (Dalam
Miliyar Rupiah ...................................................................................... 71
Gambar 4.4 Jumlah Penduduk Kecamatan Cicendo Pada Tahun 2012-2013 ........... 72
Gambar 4.5 Karakteristik Responden Berdasarkan Jenis Kelamin Di Restoran
Warung Cepot ....................................................................................... 83
Gambar 4.6 Karakteristik Responden Berdasarkan Usia Di Restoran Warung
Cepot ..................................................................................................... 85
Gambar 4.7 Karakteristik Responden Berdasarkan Jabatan Di Restoran Warung
Cepot ..................................................................................................... 86
Gambar 4.8 Karakteristik Responden Berdasarkan Pendidikan Terakhir Di
Restoran Warung Cepot ........................................................................ 87
Gambar 4.9 Karakteristi Responden Berdasarkan Pendapatan Di restoran Warung
Cepot ..................................................................................................... 89
Gambar 4.10 Karakteristik Responden Berdasarkan Masa Kerja Di Restoran
Warung Cepot ....................................................................................... 90
Gambar 4.11 Tanggapan Responden Terhadap Gaji Di Restoran Warung Cepot .... 93
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
Gambar 4.12 Tanggapan Responden Terhadap Pekerjaan Itu Sendiri Di Restoran
Warung Cepot ....................................................................................... 95
Gambar 4.13 Tanggapan Responden Terhadap Promosi Karir Di Restoran
Warung Cepot ....................................................................................... 97
Gambar 4.14 Tanggapan Responden Terhadap Indikator Atasan Di Restoran
Warung Cepot ....................................................................................... 99
Gambar 4.15 Tanggapan Responden Terhadap Lingkungan Kerja Di Restoran
Warung Cepot ..................................................................................... 101
Gambar 4.16 Tanggapan Responden Terhadap Rekan Kerja Di Restoran Warung
Cepot ................................................................................................... 102
Gambar 4.17 Rekapitulasi Tanggapan Responden Terhadap Kepuasan Kerja
Karyawan Di Restoran Warung Cepot ............................................... 104
Gambar 4.18 Garis Kontinum Variabel Kepuasan Kerja Di Restoran Warung
Cepot ................................................................................................... 105
Gambar 4.19 Karakteristik Responden Berdasarkan Jenis Kelamin Di Restoran
Warung Cepot ..................................................................................... 110
Gambar 4.20 Karakteristik Responden Berdasarkan Usia Di Restoran Warung
Cepot ................................................................................................... 111
Gambar 4.21 Karakteristik Responden Berdasarkan Pendidikan Terakhir ............. 112
Gambar 4.22 Karakteristik Responden Berdasarkan Pekerjaan .............................. 113
Gambar 4.23 Tanggapan Responden Terhadap Porsi Yang Disajikan Di Restoran
Warung Cepot ..................................................................................... 115
Gambar 4.24 Tanggapan Responden Terhadap Rasa, Aroma, dan Warna Pada
Makanan Yang Disajikan Di Restoran Warung Cepot ....................... 117
Gambar 4.25 Tanggapan Responden Terhadap Penampilan Di Restoran Warung
Cepot ................................................................................................... 119
Gambar 4.26 Tanggapan Responden Terhadap Hygiene Menu Makanan Yang
Disajikan Pada Restoran Warung Cepot ............................................. 121
Gambar 4.27 Rekapitulasi Tanggapan Responden Terhadap Kualitas Produk Di
Restoran Warung Cepot ...................................................................... 122
Gambar 4.28 Garis Kontinum Variabel Kualitas Produk Di Restoran Warung
Cepot ................................................................................................... 123
Gambar 4.29 Tanggapan Responden Terhadap Tangibles Di Restoran Warung
Cepot .................................................................................................. 126
Gambar 4.30 Tanggapan Responden Terhadap Reliability Di Restoran Warung
Cepot ................................................................................................... 128
Gambar 4.31 Tanggapan Responden Terhadap Responsiveness Di Restoran
Warung Cepot ..................................................................................... 129
Gambar 4.32 Tanggapan Responden Terhadap Assurance Di Restoran Warung
Cepot ................................................................................................... 131
Gambar 4.33 Tanggapan Responden Terhadap Emphaty Di Restoran Warung
Cepot ................................................................................................... 133
Gambar 4.34 Rekapitulasi Tanggapan Responden Terhadap Kualitas Pelayanan
Di Restoran Warung Cepot ................................................................. 134
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
Gambar 4.35 Garis Kontinum Variabel Kualitas Pelayanan Di Restoran Warung
Cepot ................................................................................................... 135
Gambar 4.36 Proses Produksi Pada Restoran Warung Cepot .................................. 139
Gambar 4.37 Matriks Sembilan Sel Pada Restoran Warung Cepot ......................... 148
Gambar 4.38 Position Kuadrant SWOT Pada Restoran Warung Cepot .................. 150
Gambar 4.39 Matriks SWOT Pada Restoran Warung Cepot ................................... 152
DAFTAR LAMPIRAN
Lampiran 1
Lampiran 2
Lampiran 3
Lampiran 4
Lampiran 5
Lampiran 6
Lampiran 7
Daftar Wawancara .................................................................................. 170
Kuesioner Kepuasan Kerja Karyawan .................................................... 174
Kuesioner Kualitas Produk Dan Kualitas Pelayanan ............................. 176
Karakteristik Responden (karyawan Restoran Warung Cepot) .............. 180
Data Kepuasan Kerja Karyawan Pada Restoran Warung Cepot ............ 181
Karakteristik Responden (Konsumen Restoran Warung Cepot) ............ 182
Penilaian Kualitas Produk dan Kualitas Pelayanan Di Restoran
Warung Cepot ......................................................................................... 184
Lampiran 8 Matriks Perbandingan Eksternal Pada Restoran Warung Cepot ............ 187
Lampiran 9 Matriks Perbandingan Internal Pada Restoran Warung Cepot ............... 189
Lampiran 10 Perhitungan Rating Eksternal Pada Restoran Warung Cepot ................. 191
Lampiran 11 Perhitungan Rating Internal Pada Restoran Warung Cepot ................... 192
Lampiran 12 Perhitungan Alternatif Strategi (Matriks QSPM) Pada Restoran
Warung Cepot ......................................................................................... 193
Lampiran 13 Data Volume Penjualan di Restoran Warung Cepot Cabang
Pasirkaliki ............................................................................................... 197
Lampiran 14 Rekapitulasi dan Daftar Nama Potensi Restoran dan Rumah Makan
Berijin di Kota Bandung ......................................................................... 200
Lampiran 15 Form Bimbingan ..................................................................................... 213
Lampiran 16 Surat Keterangan Selesai Penelitian ....................................................... 216
Lampiran 17 Daftar Riwayat Hidup .......................................................................... 217
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
ABSTRAK ............................................................................................................... i
ABSTRACT .............................................................................................................. ii
KATA PENGANTAR .............................................................................................. iii
UCAPAN TERIMA KASIH ................................................................................... iv
DAFTAR ISI ............................................................................................................. vi
DAFTAR TABEL .................................................................................................. viii
DAFTAR GAMBAR ................................................................................................. x
DAFTAR LAMPIRAN ............................................................................................ xii
BAB I PENDAHULUAN ......................................................................................... 1
1.1 Latar Belakang Penelitian ............................................................................... 1
1.2 Identifikasi dan Rumusan Masalah ................................................................ 8
1.2.1 Identifikasi Masalah ............................................................................ 8
1.2.2 Rumusan Masalah ............................................................................... 8
1.3 Tujuan Penelitian............................................................................................. 8
1.4 Kegunaan Penelitian ........................................................................................ 8
BAB II
KAJIAN TEORI, KAJIAN PUSTAKA, DAN KERANGKA
PEMIKIRAN ........................................................................................... 10
2.1 Konsep Manajemen Strategi Dalam Bisnis Restoran...................................... 10
2.1.1 Pengertian Strategis ............................................................................... 10
2.1.2 Manajemen Strategis .............................................................................. 10
2.1.3 Model Manajemen Strategis ................................................................... 11
2.1.4 Tahap-tahap Manajemen Strategis ......................................................... 12
2.1.5 Perumusan Strategis ............................................................................... 13
2.1.6 Visi, Misi, dan Tujuan Perusahaan ......................................................... 14
2.1.7 Analisis Lingkungan Eksternal ............................................................... 14
2.1.8 Analisis Lingkungan Internal ................................................................. 18
2.1.9 Alternatif Pemilihan Strategi .................................................................. 20
2.1.10 Analisis SWOT ..................................................................................... 22
2.2 Konsep Binis Restoran .................................................................................... 23
2.2.1 Pengertian Bisnis .................................................................................... 23
2.2.2 Fungsi Dasar Bisnis ................................................................................ 24
2.2.3 Peluang-Peluang Disediakan Oleh Bisnis .............................................. 24
2.2.4 Pariwisata ................................................................................................ 25
2.2.5 Jenis dan Macam-Macam Pariwisata ...................................................... 27
2.2.6 Restoran .................................................................................................. 27
2.3 Penelitian Terdahulu ........................................................................................ 28
2.4 Strategi Pengembangan Usaha Pada Bisnis Restoran ...................................... 29
2.5 Kerangka Pemikiran ......................................................................................... 32
2.5.1 Paradigma Penelitian .............................................................................. 33
BAB III METODE PENELITIAN ........................................................................ 34
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
3.1 Metodologi Penelitian .................................................................................... 34
3.2 Instrumen Penelitian ....................................................................................... 35
3.3 Teknik Pengumpulan Data ............................................................................. 36
3.3.1 Data Primer ........................................................................................... 36
3.3.2 Data Sekunder ....................................................................................... 38
3.4 Uji Validitas ................................................................................................... 39
3.5 Uji Reabilitas.................................................................................................. 42
3.6 Informan Penelitian ........................................................................................ 44
3.6.1 Populasi dan Sampel ............................................................................. 45
3.6.2 Teknik Sampling.................................................................................... 45
3.6.2.1 Sampling Insedential ................................................................. 46
3.7 Definisi Operasional Variabel ......................................................................... 46
3.8 Teknik Analisis Data ....................................................................................... 51
3.8.1 Proses Analisis Data ............................................................................... 52
3.8.2 Metode Pengolahan ................................................................................ 54
3.9 Lokasi dan Waktu Penelitian .......................................................................... 64
BAB IV HASIL PENELITIAN DAN PEMBAHASAN ...................................... 62
4.1 Profil dan Sejarah Restoran Warung Cepot ................................................... 62
4.2 Kondisi Lingkungan Eksternal ....................................................................... 63
4.2.1 Lingkungan Umum ............................................................................... 64
4.2.2 Lingkungan Industri .............................................................................. 71
4.3 Lingkungan Internal ....................................................................................... 74
4.3.1 Manajemen Sumber Daya Manusia ...................................................... 75
4.3.2 Pemasaran ........................................................................................... 102
4.3.3 Keuangan............................................................................................. 134
4.3.4 Produksi .............................................................................................. 134
4.3.5 Litbang (Penelitian dan Pengembangan .............................................. 135
4.3.6 Sistem Informasi Manajemen ............................................................. 136
4.4 Analisis Faktor-Faktor Peluang, Ancaman, Kekuatan, dan Kelemahan
Restoran Warung Cepot ................................................................................ 137
4.5 Formulasi Strategi ........................................................................................ 139
4.5.1 Penilaian Matriks EFE ........................................................................ 139
4.5.2 Penilaian Matriks IFE ......................................................................... 141
4.5.3 Matriks IE ........................................................................................... 143
4.5.4 Positioning Kuadrant SWOT.............................................................. 145
4.5.5 Matriks SWOT .................................................................................... 146
4.6 Penentuan Strategi Menggunakan QSPM ..................................................... 157
BAB V KESIMPULAN DAN SARAN ................................................................. 164
5.1 Kesimpulan .................................................................................................... 164
5.2 Saran .......................................................................................................... 165
DAFTAR PUSTAKA ............................................................................................. 168
LAMPIRAN .......................................................................................................... 170
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
DAFTAR TABEL
Tabel 1.1
Tabel 1.2
Tabel 1.3
Tabel 1.4
Tabel 1.5
Tabel 1.6
Tabel 2.1
Tabel 3.1
Tabel 3.2
Tabel 3.3
Tabel 3.4
Tabel 3.5
Tabel 3.6
Tabel 3.7
Tabel 3.8
Tabel 3.9
Tabel 3.10
Tabel 3.11
Tabel 4.1
Tabel 4.2
Tabel 4.3
Tabel 4.4
Tabel 4.5
Tabel 4.6
Tabel 4.7
Tabel 4.8
Tabel 4.9
Tabel 4.10
Tabel 4.11
Tabel 4.12
Tabel 4.13
Rekapitulasi dan Daftar Nama Potensi Restoran Berijin di Kota
Bandung tahun 2013.................................................................................. 2
Rekapitulasi dan Daftar Nama Potensi Rumah Makan Berijin di Kota
Bandung .................................................................................................... 3
Rekapitulasi dan Daftar Nama Potensi Lainnya Berijin di Kota
Bandung .....................................................................................................3
Volume Kunjungan Restoran Warung Cepot Periode Juni 2013-Mei
2014 ......................................................................................................... 4
Volume Penjualan Di Restoran Warung Cepot Cabang Pasir Kaliki ....... 5
Pertumbuhan Menu Nasi Paket Pada Restoran Warung Cepot ................ 5
Penelitian Terdahulu ............................................................................... 28
Jenis Sumber Data ................................................................................... 39
Interpretasi Koefisien Korelasi................................................................ 40
Hasil Analisis Instrumen Kepuasan Kerja Karyawan Terhadap
Restoran Warung Cepot .......................................................................... 41
Hasil Analisis Instrumen Kualitas Produk dan Kualitas Pelayanan
Terhadap Restoran Warung Cepot .......................................................... 42
Hasil Pengujian Reliabilitas .................................................................... 44
Operasional Variabel ............................................................................... 47
Matriks EFE ............................................................................................ 55
Matriks IFE ............................................................................................. 55
Penialaian Bobot Faktor Stategis Eksternal ............................................ 56
Penialaian Bobot Faktor Stategis Internal ............................................... 56
Matriks QSPM......................................................................................... 64
Tabel Retribusi pembinaan dan promosi penyelenggaraan usaha
kepariwisataan ......................................................................................... 69
Jumlah Restoran di Kota Bandung Periode 2012-2013 .......................... 75
Daftar Klasifikasi Restoran atau Produk Subtitusi di Kota Bandung ..... 76
Daftar Pasar Tradisional Yang Dikelola PD.Pasar Bermartabat di Kota
Bandung .................................................................................................. 78
Daftar Restoran Khas Sunda di Kota Bandung ....................................... 79
Karakteristik responden berdasarkan jenis kelamin ................................ 83
Karakteristik responden berdasarkan usia............................................... 84
Karakteristik responden berdasarkan jabatan di perusahaan .................. 85
Karakteristik Responden Berdasarkan Pendidikan Terakhir .................. 87
Karakteristik Responden Berdasarkan Pendapatan................................. 88
Karakteristik Responden Berdasarkan Masa Kerja ................................ 89
Tanggapan Responden Terhadap Gaji di Restoran Warung Cepot ...... 87
Tanggapan Responden Terhadap Pekerjaan Itu Sendiri Di Restoran
Warung Cepot ......................................................................................... 92
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
Tabel 4.14 Tanggapan Responden Terhadap Promosi Karir Di Restoran Warung
Cepot ....................................................................................................... 96
Tabel 4.15 Tanggapan Responden Terhadap Atasan Di Restoran Warung Cepot ... 98
Tabel 4.16 Tanggapan Responden Terhadap Lingkungan itu Sendiri Di Restoran
Warung Cepot ....................................................................................... 100
Tabel 4.17 Tanggapan responden Terhadap Rekan Kerja Di Restoran Warung
Cepot ..................................................................................................... 102
Tabel 4.18 Rekapitulasi Tanggapan Responden Terhadap Kepuasan Kerja
Karyawan Di Restoran Warung Cepot .................................................. 103
Tabel 4.19 Karakteristik Responden Berdasarkan Jenis Kelamin .......................... 109
Tabel 4.20 Karakteristik Responden Berdasarkan Usia.......................................... 110
Tabel 4.21 Karakteristik Responden Berdasarkan Pendidikan Terakhir ................ 111
Tabel 4.22 Karakteristik Responden Berdasarkan Pekerjaan ................................. 113
Tabel 4.23 Tanggapan Responden Terhadap Porsi Di Restoran Warung Cepot .... 114
Tabel 4.24 Tanggapan Responden Terhadap Rasa Di Restoran Warung Cepot ..... 116
Tabel 4.25 Tanggapan Responden Terhadap Penampilan Menu Makanan Di
Restoran Warung Cepot ........................................................................ 118
Tabel 4.26 Tanggapan Responden Terhadap Hygiene Pada Menu Makanan Di
Restoran Warung Cepot ........................................................................ 120
Tabel 4.27 Rekapitulasi Tanggapan Responden Terhadap Kualitas Produk Di
Restoran Warung Cepot ........................................................................ 121
Tabel 4.28 Tanggapan Responden Terhadap Tangibles Di Restoran Warung
Cepot ..................................................................................................... 125
Tabel 4.29 Tanggapan Responden Terhadap Reliability Di Restoran Warung
Cepot ..................................................................................................... 127
Tabel 4.30 Tanggapan Responden Terhadap Responsiveness Di Restoran Warung
Cepot ..................................................................................................... 129
Tabel 4.31 Tanggapan Responden Terhadap Assurance Di Restoran Warung
Cepot ..................................................................................................... 130
Tabel 4.32 Tanggapan Responden Terhadap Emphaty Di Restoran Warung
Cepot ............................................................................. ........................ 132
Tabel 4.33 Rekapitulasi Responden Terhadap Kualitas Pelayanan Di Restoran
Warung Cepot .........................................................................................133
Tabel 4.34 Penilaian Matriks EFE Di Restoran Warung Cepot................................144
Tabel 4.35 Penilaian Matriks IFE Di Restoran Warung Cepot .................................146
Tabel 4.36 Tabel Peringkat Alternatif Strategi Di Restoran Warung Cepot.............161
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 1.1
Gambar 1.2
Gambar 2.1
Gambar 2.2
Volume Penjualan Pada Restoran Warung Cepot ................................... 6
Pertumbuhan Menu Nasi Paket Pada Restoran Warung Cepot.............. 7
Model Manajemen Strategis Komprenshif ........................................... 11
Daftar Fenomena yang Memungkinkan Peluang dan Ancaman
Berdasarkan Alat Analisis PEST .......................................................... 15
Gambar 2.3 Analisis Lingkungan Industri ................................................................ 16
Gambar 2.4 Kerangka Berfikir .................................................................................. 32
Gambar 2.5 Paradigma Penelitian ............................................................................. 33
Gambar 3.1 Triangulasi “teknik” pengumpulan data (bermacam-macam cara pada
sumber yang sama ................................................................................. 38
Gambar 3.2 Triangulasi “sumber” pengumpulan data (satu teknik pengumpulan
data pada bermacam-macam sumber data A,B,C) ................................ 38
Gambar 3.3 Komponen Dalam Analisis Data (interactive model) ........................... 53
Gambar 3.4 Matriks IE .............................................................................................. 58
Gambar 3.5 Position Kuadrant SWOT...................................................................... 60
Gambar 3.6 Matriks SWOT ...................................................................................... 62
Gambar 4.1 Logo Restoran Warung Cepot ............................................................... 65
Gambar 4.2 Struktur Organisasi Restoran Warung Cepot Cabang Pasir Kaliki ....... 65
Gambar 4.3 Pertumbuhan Produk Domestik Resgional Bruto Atas Dasar Harga
Konstan Menurut Provinsi Jawa Barat tahun 2010-2013 (Dalam
Miliyar Rupiah ...................................................................................... 71
Gambar 4.4 Jumlah Penduduk Kecamatan Cicendo Pada Tahun 2012-2013 ........... 72
Gambar 4.5 Karakteristik Responden Berdasarkan Jenis Kelamin Di Restoran
Warung Cepot ....................................................................................... 83
Gambar 4.6 Karakteristik Responden Berdasarkan Usia Di Restoran Warung
Cepot ..................................................................................................... 85
Gambar 4.7 Karakteristik Responden Berdasarkan Jabatan Di Restoran Warung
Cepot ..................................................................................................... 86
Gambar 4.8 Karakteristik Responden Berdasarkan Pendidikan Terakhir Di
Restoran Warung Cepot ........................................................................ 87
Gambar 4.9 Karakteristi Responden Berdasarkan Pendapatan Di restoran Warung
Cepot ..................................................................................................... 89
Gambar 4.10 Karakteristik Responden Berdasarkan Masa Kerja Di Restoran
Warung Cepot ....................................................................................... 90
Gambar 4.11 Tanggapan Responden Terhadap Gaji Di Restoran Warung Cepot .... 93
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
Gambar 4.12 Tanggapan Responden Terhadap Pekerjaan Itu Sendiri Di Restoran
Warung Cepot ....................................................................................... 95
Gambar 4.13 Tanggapan Responden Terhadap Promosi Karir Di Restoran
Warung Cepot ....................................................................................... 97
Gambar 4.14 Tanggapan Responden Terhadap Indikator Atasan Di Restoran
Warung Cepot ....................................................................................... 99
Gambar 4.15 Tanggapan Responden Terhadap Lingkungan Kerja Di Restoran
Warung Cepot ..................................................................................... 101
Gambar 4.16 Tanggapan Responden Terhadap Rekan Kerja Di Restoran Warung
Cepot ................................................................................................... 102
Gambar 4.17 Rekapitulasi Tanggapan Responden Terhadap Kepuasan Kerja
Karyawan Di Restoran Warung Cepot ............................................... 104
Gambar 4.18 Garis Kontinum Variabel Kepuasan Kerja Di Restoran Warung
Cepot ................................................................................................... 105
Gambar 4.19 Karakteristik Responden Berdasarkan Jenis Kelamin Di Restoran
Warung Cepot ..................................................................................... 110
Gambar 4.20 Karakteristik Responden Berdasarkan Usia Di Restoran Warung
Cepot ................................................................................................... 111
Gambar 4.21 Karakteristik Responden Berdasarkan Pendidikan Terakhir ............. 112
Gambar 4.22 Karakteristik Responden Berdasarkan Pekerjaan .............................. 113
Gambar 4.23 Tanggapan Responden Terhadap Porsi Yang Disajikan Di Restoran
Warung Cepot ..................................................................................... 115
Gambar 4.24 Tanggapan Responden Terhadap Rasa, Aroma, dan Warna Pada
Makanan Yang Disajikan Di Restoran Warung Cepot ....................... 117
Gambar 4.25 Tanggapan Responden Terhadap Penampilan Di Restoran Warung
Cepot ................................................................................................... 119
Gambar 4.26 Tanggapan Responden Terhadap Hygiene Menu Makanan Yang
Disajikan Pada Restoran Warung Cepot ............................................. 121
Gambar 4.27 Rekapitulasi Tanggapan Responden Terhadap Kualitas Produk Di
Restoran Warung Cepot ...................................................................... 122
Gambar 4.28 Garis Kontinum Variabel Kualitas Produk Di Restoran Warung
Cepot ................................................................................................... 123
Gambar 4.29 Tanggapan Responden Terhadap Tangibles Di Restoran Warung
Cepot .................................................................................................. 126
Gambar 4.30 Tanggapan Responden Terhadap Reliability Di Restoran Warung
Cepot ................................................................................................... 128
Gambar 4.31 Tanggapan Responden Terhadap Responsiveness Di Restoran
Warung Cepot ..................................................................................... 129
Gambar 4.32 Tanggapan Responden Terhadap Assurance Di Restoran Warung
Cepot ................................................................................................... 131
Gambar 4.33 Tanggapan Responden Terhadap Emphaty Di Restoran Warung
Cepot ................................................................................................... 133
Gambar 4.34 Rekapitulasi Tanggapan Responden Terhadap Kualitas Pelayanan
Di Restoran Warung Cepot ................................................................. 134
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu
Gambar 4.35 Garis Kontinum Variabel Kualitas Pelayanan Di Restoran Warung
Cepot ................................................................................................... 135
Gambar 4.36 Proses Produksi Pada Restoran Warung Cepot .................................. 139
Gambar 4.37 Matriks Sembilan Sel Pada Restoran Warung Cepot ......................... 148
Gambar 4.38 Position Kuadrant SWOT Pada Restoran Warung Cepot .................. 150
Gambar 4.39 Matriks SWOT Pada Restoran Warung Cepot ................................... 152
DAFTAR LAMPIRAN
Lampiran 1
Lampiran 2
Lampiran 3
Lampiran 4
Lampiran 5
Lampiran 6
Lampiran 7
Daftar Wawancara .................................................................................. 170
Kuesioner Kepuasan Kerja Karyawan .................................................... 174
Kuesioner Kualitas Produk Dan Kualitas Pelayanan ............................. 176
Karakteristik Responden (karyawan Restoran Warung Cepot) .............. 180
Data Kepuasan Kerja Karyawan Pada Restoran Warung Cepot ............ 181
Karakteristik Responden (Konsumen Restoran Warung Cepot) ............ 182
Penilaian Kualitas Produk dan Kualitas Pelayanan Di Restoran
Warung Cepot ......................................................................................... 184
Lampiran 8 Matriks Perbandingan Eksternal Pada Restoran Warung Cepot ............ 187
Lampiran 9 Matriks Perbandingan Internal Pada Restoran Warung Cepot ............... 189
Lampiran 10 Perhitungan Rating Eksternal Pada Restoran Warung Cepot ................. 191
Lampiran 11 Perhitungan Rating Internal Pada Restoran Warung Cepot ................... 192
Lampiran 12 Perhitungan Alternatif Strategi (Matriks QSPM) Pada Restoran
Warung Cepot ......................................................................................... 193
Lampiran 13 Data Volume Penjualan di Restoran Warung Cepot Cabang
Pasirkaliki ............................................................................................... 197
Lampiran 14 Rekapitulasi dan Daftar Nama Potensi Restoran dan Rumah Makan
Berijin di Kota Bandung ......................................................................... 200
Lampiran 15 Form Bimbingan ..................................................................................... 213
Lampiran 16 Surat Keterangan Selesai Penelitian ....................................................... 216
Lampiran 17 Daftar Riwayat Hidup .......................................................................... 217
Fithri Nur Annisa, 2014
Strategi Pengembangan Bisnis Pada Restoran Warung Cepot
Universitas Pendidikan Indonesia | repository.upi.edu |perpustakaan.upi.edu